People have devoured the logic frontier
There’s barely any marrow left to suck.
We are inching toward a collective default on logic
We oversaturated it.
Yes, jobs and labor neatly follow rational rules
But beyond that lies a vast domain driven by messy impulses.
Everything that sparks human spending belongs to non-logic.
There are far more people who excel at reasoning than at turning unreason into advantage.
Like a once-plentiful mine the logic frontier has been stripped and squeezed until it’s almost bone-dry.
Most of our decisions emerge from a swirl of stress, urgency, and emotional triggers, rather than calm rational thought.
Humans make more decisions under stress than not.
Therefore, if you control or guide decisions made under stress.
You control a disproportionate share of real-world action.
Stress is the most common trope of humans today.
Strategies rooted in this understanding are uniquely potent
Because stress saturates everyday life
95% of brain activity is unconscious, up to 40% of behavior is habitual.
Under stress, individuals tend to rely even more on habitual and subconscious behaviors.
Stress, for me as a third party, is an opportunity.
I don’t want to be a logic man.
I want to be human.
And win over the world as human.
Business is a machine that repeats the same actions via systemic processes.
The deeper the stress, the more we seek certainty, safety, and sameness.
Humans also need some novelty within that sameness.
So businesses are good instruments to bring in sameness for our stresses.
Given we optimize for that balance of novelty.
Businesses that absorb stress through engineered sameness and novelty become deeply embedded in people’s lives.
Even marketing and positioning is just telling users what control they will be getting from our offerings
What stress we are busting and what chaos we tame
Even though all they have right now is stress and uncertainty.
Consumers think they’re buying a product
No
They’re buying a sense of relief and mastery over the chaos.
Its a game of taking someone from stress & uncertainty
To perceived control & predictability.
Your entire business plan should revolve around a single, critical question:
Which specific stress am I absorbing for my audience?
Once you pinpoint the stress.
Guide your customers from confusion and anxiety to the shore of clarity and calm.
Prove your solution works through tangible demonstrations or persuasive social proof.
People will cling to it.
Stress is raw and intimate.
Hidden behind masks we wear in daily life
So you won’t find it by skimming the surface.
You must probe deeper.
You cannot locate with superficial acts.
Understand its emotional roots.
And there you’ll discover vast rewards for meeting that concealed pain.
We sell control, but deliver structure.
We peddle the promise of control
And deliver an underlying structure that systematically cuts uncertainty.
While others keep polishing rational solutions in a saturated logic economy.
We harness the primal that logic overlooks.
That’s the essence of winning huge in a world so fixated on optimization that it overlooks the hidden pulses of human behavior.
We favor humans who :
- Understand us
- Console Us
- Enable Us
- Empower Us
And given our tendency to animise (to give humanlike qualities to something)
We favor business that understand, console, enable and empower us.
Open any country’s law and you will see a company described as an artificial person
Person, Albeit Artificial but a Person nonetheless
Do as a business what makes people favor us
And people will treat your business like their favorite person
We can see Instagram as a Stress Sponge
It stimulates us so that we don’t feel:
- Lonely
- Bored
- Isolated
- Stuck
- Existential dread due to realizations that are just few thoughts away
And while doing all this it provides us with novelty of finding something amusing
Thats a very lucrative deal for our mind
All these benefits at the cost of just moving finger a little bit?
Mind goes all in on it.
Even if everything else is in disarray
At least the safety and novelty problem is sorted
And that’s all that matters to brain
It will prioritize scrolling over studying
Because studying by nature is stressful
So we can see that mind kind of runs on algorithm
Where the task is to
- Maximize perceived safety
- Maintain novelty
- Minimize stress and perceived uncertainty
If your business does all these task or parts of them then you are guaranteed some traction in the markets.
Optimize for safety, novelty and stress
Or you will lose to those who do.
Business isn’t about logic anymore
It’s about engineering emotional stability.
Go Build some Stress Sponge
Even if you are a B2B business
Selling high pressure metal cutter
Your actual business is the reduced anxiety that customer will feel that “Yeah my production process will keep going uninterrupted”
That’s why SAP’s HANA database are facing friction in adoption because Oracle has reduced their customer’s anxiety about data’s reliability and usability enough.
They do not see need for anything more than what they have right now.
Thus beyond a point non logic also stops yielding results
Afterall
Where do we even go after both logic and non logic have hit their optimum?